Bolthouse Farms introduced 50/50 Tropical Juice, a fruit juice and vegetable juice beverage containing four fruit and four vegetable servings. Each 32-ounce bottle contains one guava, three oranges, 2/3 passion fruit, 2 1/3 pears and 2 ¾ apples.
“We use a wide range of produce to develop our products, and they provide a variety of health benefits to consumers,” says Bryan Reese, chief innovation officer of the Bakersfield, Calif., company. “If you are a parent with a child who avoids eating fruits and vegetables, we have a delicious array of tasty juices that are jam-packed with vitamins, minerals and antioxidants.”
Silk, part of WhiteWave Foods Inc., Broomfield, Colo., took innovation to a new level with its Silk Fruit&Protein juice drinks. WhiteWave is a unit of Dean Foods Co., the nation’s largest dairy processor.
“We continue to see a great deal of innovation in the nondairy beverage industry as we head into 2012, particularly a continued interest in new types of nondairy beverages,” says Craig Shiesley, general manager. “We are also seeing a continued interest in beverages with added vitamins and minerals.”
In January, Silk launched Silk Fruit&Protein, delivering calcium (20% of daily value), vitamin D (25% of DV), vitamin C (100% of DV) and 5 grams of protein (10% of DV). The protein comes from soy. The beverages are sold in the dairy case in quart-sized bottles (suggested retail price of $2.49) in mixed berry, mango peach and strawberry banana flavors.
Keeping their head above water
Unlike other nondairy beverages, the water category has always been one to remain stable. However, an influx of flavored water options is taking over this category, making it one to watch — and one to be a part of. GoodBelly introduced Probiotic Coconut water in a 10-ounce bottle.
“Coconut water is highly regarded for its composition of natural electrolytes, including calcium, potassium, magnesium, phosphorus and sodium, which aid in effective hydration,” Murray says. “The GoodBelly 10-ounce coconut water also offers 20 billion live and active cultures.”
GoodBelly launched a 12-day challenge, offering a refund to consumers who don’t love the beverage after 12 days of consistent use, Murray notes.
“We also employ a variety of techniques to reach these consumers, including social media campaigns, outreach to key influencers, targeted event participation and more,” he adds.
In August 2011, Naked Juice expanded its coconut water lineup to include coconut water with a splash of lychee, mango peach and pineapple juice. This all-natural, fat-free option offers 440 to 650 milligrams of potassium, 28 to 65 milligrams of calcium and 19 to 30 milligrams of magnesium per serving. It is available nationwide in 11.2-ounce and 1-liter packages for a suggested retail price of $1.99 and $4.99, respectively.
For its part, Lifeway Foods is focusing on water additives, flavors and energy boosts. The Morton Grove, Ill., processor of kefir beverages developed Pro₂O, a probiotic-rich flavored water.
“Unlike most other probiotic juices, kombuchas and waters, our ProBoost probiotics are not released into the beverage until the consumer twists the unique Power Cap,” says Natalie Slater, community manager. “This means the low pH environment of similar beverages cannot prematurely harm and destroy the probiotics in Pro₂O.”
Pro₂O delivers 20 billion colony-forming units of live probiotics per serving and is packaged in 100% recyclable, BPA-free #1 plastic bottles.